Unlocking Green Creativity: The Role of Socio-Psychological Factors in Employee Green Creative Behavior

Abstract

This research examined how socio-psychological factors influence green creative behavior in both men and women through green intentions. It integrates the theory of planned behaviour to establish a theoretical model. The investigation suggests that factors for instance green norms, green self-efficacy, and green attitude impact green creative behaviour, mediated by green intention. The research utilized structural equation modelling for analysing the data, employing MPlus software for the model testing. The results showed that green social norms, green attitude, and green self-efficacy positively influence employees' green intentions. These factors also indirectly affect employees’ green creative behaviour through green intentions. Notably, the study revealed a partial mediation by green intention in the relationship between green social norms and employees' green creative behaviour. A full mediation outcome of green intention was noted in the links relating green self-efficacy, green attitude, and green creative behaviour.